PREDICT TO PREVENT

TitlePREDICT TO PREVENT
ClientSAMSUNG
Product / ServiceDEPRESSION AWARENESS CAMPAIGN
CategoryD01. Touchpoint Technology & Tech-led Brand Experience
EntrantBBDO BANGKOK, THAILAND
Idea Creation BBDO BANGKOK, THAILAND
Production 1MOBY Bangkok, THAILAND

The Campaign

Introducing Samsung Predict To Prevent – a keyboard app that recommends the right mix of words to use with someone who is hurting from depression. By utilising the predictive text function, the keyboard detects words that can potentially hurt people and recommends a better response to prevent the reader from misinterpreting the message, which can have a damaging effect on the reader; such as self-harm or suicide. Predict to Prevent is compatible with every messaging application and the keyboard is available in English and Thai.

The Brief

Overall budget for application is 300,000 baht.

Creative Execution

Introducing Samsung Predict To Prevent – a keyboard app that recommends the right mix of words to use with someone who is hurting from depression. By utilising the predictive text function, the keyboard detects words that can potentially hurt people and recommends a better response to prevent the reader from misinterpreting the message, which can have a damaging effect on the reader; such as self-harm or suicide. Predict to Prevent is compatible with every messaging application and the keyboard is available in English and Thai.

Describe the success of the promotion with both client and consumer including some quantifiable results

- Samsung Predict To Prevent becomes the tool to communicate with people with depression that psychiatrist recommends to patient’s family. - Over 300,000 words were predicted to prevent a tragedy from depression. - 28 million media impressions

Explain why the method of promotion was most relevant to the product or service

This is a CSR campaign that aims to improve PEOPLE'S EXPERIENCE on Samsung app platform by enabling them to choose the right words and phases to talk with people with depressions and ACTIVATE both patients and their loved ones to reconnect.

Because communicating with people with depression can sometimes do more harm than good, despite their best intentions.Texting is the main channel people use to communicate with one another, and for people with depression, communication via text is riskier than face to face communication because readers are unable to recognise tone of voice, facial expressions or body language. Predict to Prevent's strategy is to protect people with depression from harmful words before they reach them.

Credits

Name Company Position
Suthisak Sucharittanonta BBDO Bangkok Chairman & Chief Creative Officer
Anuwat Nitipanont BBDO Bangkok Deputy Chief Creative Officer
Pitha Udomkanjananan BBDO Bangkok Creative Director
Nattagorn Thairattanasuwan BBDO Bangkok Associate Creative Director
Thiti Boonkerd BBDO Bangkok Creative Group head
Vasinee Poungngern BBDO Bangkok Senior Copywriter
Charnpanu Suchaxaya BBDO Bangkok Senior Art Director
Manamai Rodpetch BBDO Bangkok Copywriter
Taksina Vasaruchapong BBDO Bangkok Group Client Service Director
Ruengrawee Lertdejdecha BBDO Bangkok Group Account Director
Tanyawan Wongapichart BBDO Bangkok Account Director
Links
Application URL